Purpose: The purpose of the study is to explore the perception of the consumers towards the sustainability involvement in fashion products. The study also aims to find out the factors affecting the consumer perception for involvement of sustainability in fashion products. Design/methodology/approach: A questionnaire was developed to conduct the study and the data was collected from the 120 respondents from the Jind City of Haryana to understand the consumer’s perception for the sustainable Products. Factor Analysis was conducted to find out the factor affecting the consumer perception of the sustainable marketing practices implemented by the fashion industry. Findings: On the basis of the given statements, statistical analysis revealed the four factors that were affecting the perception of consumers towards the sustainability in fashion products. Research limitations/Implications of the study: In this study, the data was collected from the 120 respondents and all the respondents were restricted to the Jind city of Haryana. Hence, the study trusts that there is a more scope for the data collection to generalize the data. But the study provides the various implications for the researchers, managers and the producers also. Originality/value- The proposed study represents the consumer’s perception towards sustainable marketing practices adopted by the fashion industry. The findings of the study contribute to the understand the perception of consumers towards sustainability in fashion industry.

Sustainability, Marketing Practices, Exploratory Factor Analysis, Fashion Industry, Consumer Perception.